ISBN-10:
1119961769
ISBN-13:
9781119961765
Pub. Date:
10/13/2014
Publisher:
Wiley
The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making / Edition 1

The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making / Edition 1

by David W. Stewart, Michael M. Saren
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Product Details

ISBN-13: 9781119961765
Publisher: Wiley
Publication date: 10/13/2014
Pages: 280
Product dimensions: 7.40(w) x 9.60(h) x 0.80(d)

About the Author

David Stewart is a Senior Lecturer in the VictoriaManagement School and has conducted courses for organizations suchas Saatchi & Saatchi, Ogilvy and Mather, Television NewZealand, and the Electricity Corporation of New Zealand.

Michael Saren is Professor of Marketing at LeicesterUniversity. He is a founding editor of the journal MarketingTheory and co-author with David Ford of Marketing andManaging Technology and co-editor of RethinkingMarketing.

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Table of Contents

Pathways to Marketing vii

The Marketing Pathfinder Map xiii

About the Authors xvii

1. Mobilizing the Marketing Endeavour 1

2. Developing Products and Services 27

3. Analysis and Understanding 57

4. Understanding Why They Buy 85

5. How Much Are They Prepared to Pay 111

6. Over-Promising, Ethics, and Sustainability 131

7. Successful Brand Building 151

8. Finding the Right Marketing Space 175

9. Communication Heaven 201

10. Maverick Marketing 225

Glossary 247

Acronyms Used 253

Index 255

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